Title:
The Influence of Product Quality, Brand Image, and Promotion on Purchasing Decisions for Make Over Cosmetic Products

Authors:
Vannesa and Ririn Wulandari, Indonesia

Abstract:

This study aims to explore ‘The Impact of Product Quality, Brand Image, and Promotion on Purchasing Decisions for Make Over Cosmetic Products’. In this study, the independent variables analysed include Product Quality, Brand Image, and Promotion, while the dependent variable studied is the Purchase Decision. The population of this study includes consumers who buy Make Over cosmetic products in the West Jakarta area. The research sample was taken using purposive sampling method with the criteria that the respondents were in West Jakarta and had purchased Make Over products at least once. A total of 115 respondents were sampled in this study. Data analysis was carried out by testing the outer model (Convergent Validity, Discriminant Validity, Average Variance Extracted, Composite Reliability) and testing the hypothesis of the inner model (R square value, Goodness of Fit Model, bootstrapping). Data collection was carried out through distributing questionnaires to consumers, then processed using Smart PLS 3.0 software. The results revealed that product quality has a positive and significant effect on purchasing decisions, as well as brand image which has a positive and significant impact on purchasing decisions. However, promotion does not show a significant positive influence on purchasing decisions.

DOI: https://doi.org/10.51505/IJEBMR.2024.8911